John Adams in "the perfect position" for master toy deal

John Adams believes it is in the perfect position to launch its first master toy line for Pip Ahoy, thanks to its growing confidence in the pre-school sector.

Last month, the toy manufacturer unveiled its plans to develop and distribute a master range of toys and play-sets based on the popular pre-school animated series.

Having seen considerable growth in the pre-school sector over the last few years, John Adams is now confident that its partnership has all the attributes to become a great success.

“Our experience in the pre-school market has grown over he last few years,” Simon Pilkington, managing director at John Adams told ToyNews. “So we felt now was the right time to take the next step as a master toy partner, and Pip ahoy offers us the perfect property.”

Currently airing on Channel 5’s Milkshake, Pip Ahoy has already been met with positive audience response and landed a number one position in the Top 20 Best Performing Programmes across all kids channels for its age category within its first eight weeks.

“Pip Ahoy has all the attributes to become a classic brand and will receive the highest level of support and focus from the team at John Adams now and in the future,” continued Pilkington.

“We are really excited about our toy range, it’s looking fantastic so far and we can’t wait to present it to retail.

“Together with our master licensing agent, Lisle International and TV distribution partner, Monster Entertainment, we are very much looking forward to developing a long-term programme for Pip Ahoy. Who knows where the next ten years will take us.”

2015 has seen John Adams enjoy another year of steady growth. ToyNews talks to managing director Simon Pilkington about this year’s hit family game Rummikub and the firm’s advancements in the pre-school sector with its Pip Ahoy line.